GANG - global creative studio

What GANG - global creative studio does

GANG is a Belgian-headquartered global creative studio that produces content for screens and beyond, organized since December 2024 as Gang Group NV/SA across four operating divisions: Gang Content (digital content, formerly StoryMe), Gang Films (traditional advertising film production), Gang Interactive (gamification and interactive experiences, formerly Merci-Michel), and Gang XPR (event immersion and experiential marketing). The studio serves world-class creative agencies and global brands — including Boucheron, Volkswagen, Mercedes, Kenzo, Miu Miu, Ferragamo, Nestlé, Petit Bateau, Barco, Engie, Crédit Mutuel, and Guinness World Records — executing campaigns across content, film, interactive mini-games, real-time multiplayer experiences, 3D showrooms, eye-tracking gaming, and physical installations. Its technical capabilities include custom interactive installations with real-time visualization, real-time multiplayer e-commerce gaming, custom arcade cabinet builds, and personalized virtual letter systems; its named director roster (Laurence Dunmore, Sébastien Grousset, Johnny & Frankie, Joachim Back, Rhett D'Arrietta, Ezra Hurwitz) has won Cannes Silver Lion recognition.

The studio generates revenue through project-based creative production fees billed to agencies and brands, with Gang Content alone posting approximately €2.4 million in sales (up ~20% YoY) from a team of around twenty in Ghent. GANG has offices across Belgium (Sint-Genesius-Rode HQ, Brussels, Ghent), France (Paris, Biarritz, Marseille), South Africa (Cape Town), and the UAE (Dubai), giving it regional production coverage across Europe, Africa, and the Middle East. Gang Group is led by co-founders Jérôme Lhoist, Louis Gheysens, and Thierry Willer, with Renaud Goossens heading Gang Content and Gang Benelux following his appointment in the December 2024 rebrand. The company's go-to-market is enterprise field sales driven by direct agency relationships, portfolio showcasing via gang.tv, and industry recognition (FWA, Cannes) that funnels inbound brand inquiries.

The group is privately held and founder/management-owned; no external venture capital or private equity investment is disclosed in the source materials, and growth to date has been organic and via the December 2024 merger of Gang Films and Merci-Michel plus the rebrand of StoryMe into Gang Content. AI is deployed at a generative-assist layer across creative work at Gang Content, but no proprietary AI/ML IP, research output, or technical defensibility around AI has been disclosed.

Name

GANG - global creative studio

Legal name

GANG GROUP NV

Website

https://gang.tv

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

GANG is a Belgian-headquartered global creative studio serving world-class agencies and brands. It operates four integrated divisions — digital content, advertising film, interactive experiences, and experiential events — across offices in Belgium, France, South Africa, and the UAE.

Ownership category

akta.pro rank

Product category

Creative Production Services

NAICS

Convention and Trade Show Organizers (561920)

SIC

Services-Allied To Motion Picture Production (7819)

akta.pro primary industry

Corporate Events & Meetings (MICE) Agencies (MPAAAGAD)

Keywords

• Creative production services
• Digital content production
• Commercial film production
• Interactive experience development
• Experiential event production

Headquarters

HQ city

Sint-Genesius-Rode

HQ country

Belgium

HQ region

Europe

Offices8 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Creative Production Services: GANG generates revenue through creative production services including film production, digital content creation, interactive experiences, and experiential events for agencies and brands. Revenue comes from project-based fees for commercial production work.
2. Agency Services: Digital content production and creative services for brands and creative agencies, including AI-powered creative work and campaign development.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

GANG is a project-based creative production studio for agencies and brands. It produces digital content, commercial films, interactive and gamified experiences, and event-based experiential work, using AI-assisted production and custom interactive technology where required by a campaign.

Product overview

GANG is a Global Creative Studio organized as Gang Group, a four-division structure covering the entire spectrum of modern audiovisual production. The company comprises Gang Content (digital content, formerly StoryMe), Gang Films (traditional advertising films), Gang Interactive (gamification and interactive experiences, formerly Merci-Michel), and Gang XPR (event immersion and experiential marketing). Founded in Belgium with company number 1005.522.190, the group serves world-class agencies and brands, expressing their personality and culture through Content, Films, Interactive & XPR.

Differentiator

Problem solved

Functional benefit

Brands

• Gang Films: Traditional advertising and film production division
• Merci-Michel
• Gang Content
• Gang Interactive
• Gang XPR

Products and services

• Gang Content Digital content creation and creative production services for brands, including digital-first content experiences. The division was formerly known as StoryMe.
• Gang Films Traditional advertising and branded film production for agencies and brands, including commercials and campaign films across multiple sectors.
• Gang Interactive Gamification and interactive experience services for brand campaigns, including mini-games, digital experiences and interactive installations. The division was formerly Merci-Michel.
• Gang XPR Event immersion and experiential marketing services for events, installations and brand campaigns.

Quantifiable outcome

• Gang Content achieved 20% year-over-year revenue growth
• +3 more outcomes

Named customers20 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• StoryMecoreStrategic or Co-development Partner · 17 December 2024StoryMe agency, founded in 2013 and specializing in digital content production, became Gang Content as part of Gang Group structure. It serves as 'the cornerstone' of Gang Group under the direction of Renaud Goossens.
• Gang FilmscoreStrategic or Co-development Partner · 16 December 2024Gang Films, led by Jean Villiers and Dimitri Grimblat, merged with Merci-Michel to form Gang Group. Gang Films specializes in traditional advertising production and remains a core pillar of the four-division group structure.
• Merci-MichelcoreStrategic or Co-development Partner · 16 December 2024Merci-Michel (digital studio), led by Adrien Pin, Antoine Menard and Pierre Hagege, merged with Gang Films to create Gang Group. Merci-Michel's expertise in gamification forms the Gang Interactive division.
• Havas Worldwide ParisminorStrategic or Co-development PartnerCreative agency partner for Crédit Mutuel campaign with director Yvan Attal. On-set production collaboration with agency creative team.
• ArtefactminorStrategic or Co-development PartnerDigital agency partner for Kenzo Shopping League campaign. Collaborated on the real-time multiplayer e-commerce experience.
• FnaticminorStrategic or Co-development PartnerWorld's leading competitive esports organization partnered with Essilor for the Eyezen Challenge eye-tracking gaming experience featuring League of Legends star Rekkles.

Scale indicators4 records

Recent moves2 records

Expansion highlights5 records

Direct peers

• Prettybird: Independent creative production studio and director representation company producing commercials, branded content, and experiential campaigns for global brands — directly comparable to GANG's multi-division creative production model.
• Partizan: International production company producing commercials, music videos, documentaries, and branded content with offices worldwide — similar multi-format, multi-region production studio to GANG.
• Pulse Films: Multi-disciplinary production company producing commercials, music content, feature films, and digital campaigns for global brands, with comparable director representation and integrated production capabilities.
• Smuggler: Globally distributed commercial and content production company with a director-driven model producing campaigns for premium brands across multiple formats — closely comparable to GANG's integrated offering.
• Iconoclast: Global creative production and talent management company representing directors and producing premium advertising and branded content — closely comparable to GANG's Films division in scope and client type.
• Hype: Independent creative studio producing branded content, interactive experiences, and campaigns for global brands — comparable boutique peer with similar multi-format production focus.
• Anonymous Content: Global creative production company representing directors and producing commercials, branded content, and interactive experiences for premium brands across luxury, automotive, and consumer verticals.
• Ridley Scott Associates (RSA Films): Long-established commercial production house with a global director roster producing high-end advertising films and branded content for world-class brands, directly comparable in business model to Gang Films.
• Division: Paris-based creative production studio producing films, digital content, and interactive experiences for premium brands — directly comparable European peer with similar integrated creative production capabilities.

Broad incumbents

• The Mill: Global creative production and VFX studio producing commercials, digital content, and immersive experiences for major brands — broader incumbent with overlapping capabilities across GANG's Content, Films, and Interactive divisions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/gangfph
• LinkedInlinkedin.com/company/gang-globalcreativestudio
• Instagraminstagram.com/gang.fullproductionhouse

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GANG - global creative studio